THE CHALLENGE: ORCA, the transit card used across the Puget Sound region, can now be added to Google Wallet – making it easier than ever to ride without digging for or fumbling a physical card. But making riders aware of the new feature was only half the challenge. We also needed to show just how much easier life could be when your ORCA card lived on your phone. We needed a message that would feel immediate and memorable – something that shows up when riders need it the most.
THE WORK: We kept it simple: Where do you keep your ORCA card? Then followed that up with the answer: Now you can keep it on your phone. To bring the message to life, we sent Seattle radio host Brooke Fox to transit hubs across the region to ask real riders that very question. What followed were unscripted, funny, totally relatable interactions — people digging through bags, rifling through wallets, or just shrugging with a laugh. The content felt authentic because it was. The entire video series was created in-house with our own Good Egg content studio – from casting and location scouting to filming, production, and post. We used those moments across social, digital, OOH, and posters to show just how easy it is to tap and go — no card hunt required.
THE RESULTS: The videos are hitting home with riders, especially on social, where the humor and simplicity made the message stick. Whether on a screen or in a station, the campaign made the case: if your phone’s already in your hand, your ORCA card should be there, too.
